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For the last few months I’ve had the privilege of working with futurist and strategy adviser, Ross Dawson, to promote his new publication Creating the Future of PR. A number of leaders in PR and communications around the world have contributed articles dedicated to thinking about where our profession is headed.

I’ve also been thinking a lot about what the next ten years may hold and I do think we’re looking at a role better encapsulated by ‘Communications’ as the title and possibly with ‘brand’ in there as well.

The role of digital has broadened the scope for traditionally allocated PR budgets to deliver outcomes that involve capabilities, or at the absolute least an understanding of the breadth of possibilities beyond our usual fare. These outcomes may include delivery of social media and paid social, experiential, a lot more brand strategy and broader strategic thinking about the business, reputation management and influencer relations.

Currently, the broader marketing industry (if I may speak in general terms) is grappling with how to grow, where to specialise and how to manage the governance battle over who owns what capacity. As a freelance consultant and contractor this means my strategic approach to communications with a specialty in social involves many hours of reading and doing to best keep up with the demands of the ‘PR’ brief today.

Trevor Young has contributed an article about the current requirements of PR professionals which captures just how much is going on and what you need to be able to do to get ahead or, at the very least, keep up.

It’s an exciting time to be part of the vast changes shaping the future of PR. If you’re keen to join in the discussion please do head over to our Facebook Group and leave your thoughts in a post or join the conversations. Or leave your comments below, I’d love to hear from you.

Thanks for stopping by!